Julia Manoukian

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December 21, 2017

The Ultimate List of Live Marketing Statistics 2018

Julia Manoukian

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From events to experiences, activations and emails, we’ve scoured the internet for the top live marketing statistics of the year including budgets, tech, and ROI. Feel free to use these statistics to inform your 2018 marketing strategy, glean campaign ideas, or simply prove a coworker wrong.

Watch our latest webinar, "Event & Experiential Trends in 2018: What Consumer  Experts Are Saying," and learn what major brands are doing to drive engagement  and lift sales.

Some highlights before you dive in:

  • Your irrelevant emails are driving consumers away: 51% of consumers are prevented from engaging more often because brands send too much irrelevant content. (Marketo)
  • ROI still major challenge for all marketers40% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot)
  • Don't give upCustomers who have great experiences spend 140% more than customers who have poor experiences (HBR).

Though we strive to keep all our data relevant, there are some statistics out there that are just too good to ignore. Most of the data is compiled from 2017, however there were some stats that were just too good to leave out.

The Consumer Experience

  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience (Forrester, 2016).
  • 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases or knows their purchase history (Accenture, 2016).  
  • McKinsey analyzed 24 customer touch points for more than 9,000 new car buyers and identified seven core touch point dimensions of consumers’ willingness to pay. Of these, digital experience ranked second most important, just behind live experience (McKinsey, 2014).
  • The majority of consumers said they would buy from a dealership that gives them a superior experience over one with the lowest price (Autotrader, 2015).
  • Dealers using marketing automation to personalized are 2x more likely to see higher marketing ROI than dealers who do not use marketing automation (9 Clouds, 2016).
  • Customers who have great experiences spend 140% more than customers who have poor experiences (HBR, 2014).
  • 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event (EMI & Mosaic, 2017).

Live Marketing Budgets and Goals

  • 20% of CEOs will fail to act on the latest digital transformation initiatives — and, as a result, put their firms at risk (Forrester, 2017).
  • Banks and financial institutions that fail to innovate digitally will see their profits reduced by up to 60% by 2025 (McKinsey, 2017).
  • 1 in 3 CMOs expect to allocate 21-50% of their budget to brand experience (Freeman, 2017)
  • The majority of marketers (63%) plan on investing more in live events in the future both in budget and number of events. (Bizzabo, 2017)
  • 80% of businesses that are overperforming in regards to their company goals will increase their live event budgets next year. (Bizzabo, 2017)
  • 28% of companies allocate over 20% of their marketing budget to organizing events. (Bizzabo, 2017)
  • Organization’s top three goals for experiential and event marketing are to (EMI & Mosaic, 2015):
    • Increase/create brand awareness (81%)
    • Increase sales (79%)
    • Enhance product knowledge and understanding (62%)

Live Marketing Trends

  • 80% of marketers believe live events are critical to their company’s success. (Bizzabo, 2017)
  • 70% of users become regular customers after an experiential marketing event. (EventTrack, 2016)
  • An overwhelming majority of C-Suite executives (87%) believe in the power of live events and plan on investing in them more in the future. (Bizzabo, 2017)
  • Most marketers (31%) believe that events are the single-most effective marketing channel over digital advertising, email marketing and content marketing. (Bizzabo, 2017)
  • The majority of overperforming businesses (91%)  place a greater emphasis on live events as a marketing channel than underperforming businesses or businesses that are performing as expected. They also plan on growing their event marketing budgets by more than the rest ($4,500 more). (Bizzabo, 2017)
  • 75% of marketers believe that in the upcoming years, live events will become increasingly important to their organization’s success. (Bizzabo, 2017)
  • Conferences and tradeshows account for one-fifth or more of planned meetings activity in North America and Europe. (American Express, 2017)
  • The US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. (US Bureau of Labor, 2013)

Live Marketing Technology and Software Adoption

  • 92% of marketers will use marketing analytics and 91% will use a CRM system by 2019 (Salesforce, 2017)
  • 62% of marketers who use email marketing to promote their events use event management software. (Bizzabo, 2017)
  • 60% of marketers who organize conferences or networking events use event management software. (Bizzabo, 2017)
  • An overwhelming majority of event marketers (86%) believe that technology can have a major positive impact on the success of their events. (Bizzabo, 2017)
  • The majority of C-Suite executives (87%) believe that their leadership team is supportive of live events strategy. (Bizzabo, 2017)
  • The majority of overperforming organizations plan on increasing their event technology spend and plan on doing so by $4,500 more than organizations that are performing as expected or underperforming. (Bizzabo, 2017)
  • Those who organize more than 50 events a year are more likely to use event management software (69%). (Bizzabo, 2017)
  • The top 3 features that event organizers want in an event app are: onsite registration 19%, registration within app 16%, and content capture 15%. (Event MB, 2017)
  • The amount of event apps has grown 20% year on year. (Event MB, 2017)
  • 80% of marketing analytics today fall in the post-event diagnostic category (Canadian Marketing Association, 2016)
  • Event technology can help increase event attendance by 20%, increase productivity by 27%, and decrease costs by 20-30%. (Enterprise Event Marketing, 2016)

Email for Live Marketing

  • 51% of consumers are prevented from engaging more often because brands send too much irrelevant content. (Marketo, 2017)
  • Most marketers (40%) believe email marketing is the single-most effective channel to promote an event. (Bizzabo, 2017)
  • 46% of B2B organizations believe email marketing is the most effective channel to promote an event. (Bizzabo, 2017)
  • 24% of B2C organizations believe email marketing is the most effective channel to promote an event. (Bizzabo, 2017)

Live Marketing Lead Generation Statistics

  • 50% of marketers say their primary reason for events are lead generation/sales and community building. (Bizzabo, 2017)
  • 29% of B2B organizations primarily run live events for lead generation and sales. (Bizzabo, 2017)
  • 18% of B2C organizations primarily run live events for lead generation and sales. (Bizzabo, 2017)
  • 36% of event marketers said that their biggest challenge is increasing event registration. (Bizzabo, 2017)

Sales Strategy and Live Marketing

  • 35% of marketers look at revenue generated to measure event success. (Bizzabo, 2017)
  • 65% of brands say that their event and experiential programs are directly related to sales (EMI & Mosaic, 2015).
  • 79% of US marketers generate sales using event marketing. (Statista, 2014)

Live Marketing ROI & Measurement Statistics

  • 40% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot, 2017)
  • 82% of marketers can’t quantify attendee interactions at their corporate events. (Kissmetrics, 2017)
  • 29% of event marketers said that increasing revenue from event was their biggest challenge. (Bizzabo, 2017)
  • Almost 60% of event management software users are able to measure ROI. (Bizzabo, 2017)
  • Overperforming organizations are able to demonstrate event ROI 26% more often than organizations that are underperforming and performing as expected. (Bizzabo, 2017)
  • Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot, 2016)
  • Top 3 criteria used to measure experiences (EMI & Mosaic, 2015):
    • Total attendance or participation (85%)
    • Facebook ‘Likes,’ and other social activity (61%)
    • Leads (58%)
  • Top 3 Methods used to measure results (EMI & Mosaic, 2015):
    • Onsite survey/interview (65%)
    • Post-event survey/interview (64%)
    • Interactive technology tracking tools (42%)

Attendee Engagement and Experience Statistics

  • 81% of trade show attendees have buying authority, making them a lucrative way to nurture prospects (CEIR, 2013).
  • 95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world. (Bizzabo, 2017)
  • 23% of B2B organizations primarily run live events for community building. (Bizzabo, 2017)
  • 28% of B2C organizations primarily run live events for community building. (Bizzabo, 2017)

Think I missed something? Shoot me an email at jmanoukian@limelightplatform.com.

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